Understanding the utility of NFTs –Exploring how brands can leverage NFTs linked to purchases to evoke positive emotional responses in customers.
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2023-07-04
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en
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This study aimed to investigate the impact of linking NFTs to product purchases on customers' emotions and the role of brand type. Additionally, it explored the subsequent effects on brand evaluations. Through an online experiment with four scenarios, including NFT attachment or absence and two brand types (Gucci and Vans), the findings revealed that attaching NFTs to product purchases did not generate positive emotions and could even lead to negative emotions. Brand type did not significantly influence this relationship. However, NFTs positively impacted brand innovativeness. Interestingly, higher levels of positive emotional responses were associated with lower levels of brand innovativeness, indicating that positive emotions might hinder consumer acceptance of innovation. The study emphasizes the need for caution when assuming that NFT integration alone will result in positive emotional experiences. Attaching NFTs to products, especially in the sneaker context, is unlikely to generate positive emotions and may evoke negative emotional responses.
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Faculteit der Managementwetenschappen